Digital advertising technology provider OpenX announced that it has officially acquired supply side platform LiftDNA. The LiftDNA platform, which is currently integrated with OpenX, will give all publishers a better way to optimize their advertising revenue. 

LiftDNA is a yield optimization technology that works with a publishers’s ad serve to manage all non-guaranteed demand channels including Demand-Side Platforms (DSPs), ad networks, traditional SSPs and exchanges – from inside the ad server. The LiftDNA platform is then able to process all available pricing information for the publisher and maximize competition and revenue, and because it operates within the ad server, LiftDNA reduces discrepancies and system latency, both of which further increase publisher revenue.

“Building yield optimization directly into the ad server breaks the mold of remote, third-party services, dramatically increases revenue and aligns perfectly with OpenX’s vision of providing publishers with a comprehensive revenue serving platform,” says Tim Cadogan, chief executive officer of OpenX. “We’re delighted to be able to bring this superior monetization solution to publishers around the world.”